Do Your B2B Customers Promote Your Business?

B2B executives in industries ranging from industrial goods to financial services to healthcare find loyalty to be a powerful lever. It can both accelerate growth and create sustainable competitive advantage. But earning loyalty in B2B markets poses unique challenges, often involving complicated channel structures, concentrated buyer communities or large accounts with many people influencing the relationship. Defining who the customers really are and how to best engage them requires tailored solutions and a higher level of sophistication.